Gangnam hype a boost for K-pop

Updated 8:36 pm, Thursday, October 4, 2012

To get away from the earworm known as “Gangnam Style,” you'd have to turn off your radio, unplug your TV and shut down your computer.

The surprise hit by South Korean rapper PSY is that inescapable. (The music style is known as K-pop for its Korean roots.)

But there might be more to “Gangnam Style” than catchy hooks and a ridiculous music video. Pastor Kyumin Whang, a father of two who first heard of the song on the nightly news, thinks it might help change the way Asian Americans view themselves and how others view them.

“Asians have been quiet immigrants,” said Whang, pastor of Hana Church San Antonio. “It's similar to the Jeremy Lin situation where (the song) will bring a level of awareness to Asian cultures.”

Whang hopes the song will help improve the attitudes of Asian-American youths, whom he says are prone to low self-esteem.

“The topic (of the song) might not be a realistic image, but having more of a presence in pop culture might help kids feel more confident,” he said.

PSY, or Park Jae-sang, the 34-year-old singer-songwriter who penned “Gangnam Style,” is an unlikely pop star — even in South Korea, where better-known singers are younger and more attractive. He recently appeared on several TV shows, including NBC's “Today Show,” “The Ellen DeGeneres Show” (he taught Britney Spears how to dance “Gangnam Style”) and “Saturday Night Live.”

Photo: Lee Jin-man, Associated Press

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A local pastor says “Gangnam Style” by PSY (left) might help change the way Asian Americans see themselves.

A local pastor says “Gangnam Style” by PSY (left) might help change the way Asian Americans see themselves.

Photo: Lee Jin-man, Associated Press

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South Korean rapper PSY has appeared on the “Today Show,” “The Ellen DeGeneres Show” and “Saturday Night Live.”

South Korean rapper PSY has appeared on the “Today Show,” “The Ellen DeGeneres Show” and “Saturday Night Live.”

Photo: Lee Jin-man, Associated Press

Gangnam hype a boost for K-pop

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He also signed with Justin Bieber's manager, Scooter Braun; topped 1 million Likes on Facebook; and locked up the No. 1 music video spot on iTunes.

The “Gangnam Style” bandwagon hasn't passed by San Antonio. East Central High School seniors used the song during their Senior Day pep rally a week ago. Boerne junior Andrew Lucas and a group of friends filmed a Texas-style parody of the video, donning cowboy hats and boots and using real lassos while dancing through downtown San Antonio.

DJs around the city are giving the people what they want. Nick Russo, 94.1 KTFM's afternoon DJ, who also spins at the Bonham Exchange dance club on Saturday nights, says the song is one of the station's most requested.

“I played it twice on Saturday because people like it so much,” Russo said.

Vinny Gomez, who plays music videos at Retox Bar, uses the song to get the night started. He compared it to LMFAO's “Sexy and I Know It.”

“I usually play it when there aren't that many people at the club,” Gomez said. “They'll watch the video until the hook starts and then try dancing.”

With “Gangnam Style,” Korean pop — K-pop for short, a polished mix pop, hip-hop and dance music — may have found a bridge to cross over to American audiences.

“I think it's going to make Korean artists more noticeable,” said Sun Taylor, owner of Clip & Flip Hair Salon, who moved to the U.S. from South Korea when she was in her 20s. “They're popular in Asia, but this will definitely bring a lot more notice.”

That's good news for Andi Gutierrez, a student at Texas A&M-San Antonio who has been a fan of the genre for several years. Even so, she's surprised that “Gangnam Style” was the song that cracked the U.S market.

“I never thought it would be this big. It's really catchy and has a funny dance, but that's K-pop for you.” Gutierrez said.